Blurred Lines

Recently, Tom Goodwin (Head of Innovation at Zenith) published an article discussing the blending of video and television. With Facebook Live, Periscope, and streamed content on YouTube, an individual’s viewing of video and television is no longer confined to a television set. For Media buyers, that means a change in the way you represent your clients. The era of effective commercials is certainly not dead. However, with so many ways to view video, companies have more opportunities than ever before to connect with consumers via new media platforms. Here are some ideas to consider when discussing modern video-television…

  1. Steaming Video Quality Has Changed. As a young millennial, I can attest that online video quality is at the level of televisions. According Tom Goodwin, video that is streamed online is undistinguishable from the quality of cable. For a long time many did not stream live events because the video quality was so poor. In recent years this has changed. Twitter has recently started to stream NFL Thursday Night Football and YouTube’s streaming platform is excellent. One of the reasons millions of Americans have become dependent on streamed video-television is because of its increasing quality. Because of this we can believe the audience of video-television will only grow in the future.
  2. Personalized Advertising. With more video outlets, specialization can occur. For example, older baby boomers will consume video via traditional television, while older millennials will watch Face book Live, and younger millennial will view YouTube. A deep understanding of who is watching video, as well as when and where they watch it, allows us to more specifically target advertising messages.
  3. Reaching Out to Millennial. The ability for advertisers to connect with baby boomers and seniors via television is certainly still effective. However, millennials and Gen Z are consuming video differently. They watch it via YouTube, Hulu, Netflix, Amazon and more.  If your audience is a young consumer, it’s important to include a strong video strategy in your plans.

Written by Nathan Huwar

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